Restructuring / Turnaround Strategies Case Study

Case Title:

Air Deccan C: The Captain vs The Baron

Abstract:
Third in the 'Air Deccan series', this case study explores Kingfisher Airlines' capabilities - in terms of financial clout and operational efficiencies - to revive Air Deccan. It highlights the possibilities of synergising two divergent airlines - one that is positioned as a premium value carrier and the other that relies on significantly low fares and no-frills. Given the power and business experience of the UB group, participants can assess whether Air Deccan will exist as itself or will UB group's boss, Vijay Mallya integrate the ailing airline into his own. The case plays out a few 'emotive' and 'economic' issues in giving a new identity to Air Deccan - from Air Deccan's perspective as well as Kingfisher's.

Pedagogical Objectives:

• To discuss Kingfisher Airlines' business decisions about Air Deccan's revival
• To analyse the exclusive benefits of Air Deccan's equity dilution, for it as well as for Kingfisher Airlines
• To assess whether Air Deccan should continue operations in its own name or merge with Kingfisher Airlines.

Keywords : LCC in the Indian market; Aircraft manufacturers; Airbus and ATR; Integration of two different identities; Restructuring / Turnaround Strategies Case Study; Revival Strategies; Rebranding Strategies; Competition; Operational efficiencies; Consolidation; Low Cost Model; Business Design